Handle on Hygiene

Using a world-first innovation to share Lifebuoy’s benefits with shoppers

“It’s a great example of pivotal ideas and a completely new form of direct marketing. Hopefully, one day soon, it will be on trollies around the world.”

Every day, we’re exposed to harmful germs, which can spread disease. Lifebuoy creates products that protect people from them, and wanted to demonstrate it.

So we created a world first innovation that applies a thin layer of Lifebuoy sanitizer liquid to the handles of shopping trolleys – killing 99.9% of germs with one simple swipe. ‘Handle on Hygiene’ was a clever reminder in a crucial location – where people buy food for their families.

With this one invention, we were able to demonstrate Lifebuoy’s hygiene benefits to over 10,000 shoppers per day, resulting in a healthy 53% increase of Lifebuoy sales.

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Writing a brief is not a task to be checked off like a shopping list or completed like a paint-by-numbers illustration. It is an opportunity to unleash creativity and should be treated with the utmost respect and care. #cakeordeath"